Ex Lady (Warner Bros. Pressbook, 1933)

il

GENE RAYMOND —
MONROE OWSLEY —

WARNER BROS. MERCHANDISING PLAN FOR

With

FRANK McHUGH
CLAIRE DODD ci Wa Cub oe Berne

BETTE DAVIS

Naw Star, Daring Theme, Fresh Treatment, Pack
“EX-LADY” With Box-Oifice Power.

The daring, timely theme of “Ex-Lady”’ invites you to—
go the limit in sensationalizing your campaign. Drive it
across boldly and definitely — but keep it clean!

The selling power of the show is concentrated in the
catchline, “We don’t dare tell you how daring it is!’ It is
daring — but not because of sex or suggestion. It shocks be-
cause it is modern, out-spoken, youthful and courageously
different.

“Ex-Lady” will offend no one, yet you can safely and
profitably warn patrons “who feel over sixty” that they may
be shocked by the extremely modern viewpoint of the story.

THE STORY

ing, and although the affair is quite
innocent he fibs about it.

Helen declares that the incident
proves her contention that marriage
believing their love will be more kills love. She insists that they
spontaneous if unhampered by such live apart. They do so and remain
ties. sweethearts. All goes well until one

Helen Bauer, an artist with ultra-
modern views on marriage, is in love
with Don Peterson. Neither wishes
to be restricted by marital bonds,

Helen’s father, a man of strict,
“old fashioned” ideas, discovers the
two together in Helen’s apartment,
and denounces his daughter. The in-
cident arouses Don, who urges Helen
to marry him. At first she refuses,
but finally gives in.

Returning from their honeymoon
they find that Don’s advertising
business is in bad shape. He loses
several accounts, and one important
company wants Helen to do the
drawings for their campaign inde-
pendently of Don’s agency. This
starts friction.

After bitter words Helen goes to
their apartment while Don remains
to do some night work. She regrets
the quarrel and returns to his office
with the intention of making up.
But she arrives just in time to see
Don go out with Peggy, one of her
married friends. Don does not re-
turn home until early in the morn-

night Don wishes to see his wife
and finds that she has an engage-
ment with Nick, a man about town.

Again Don meets Peggy, and
Helen, dining with Nick at a hotel,
sees the two go to Peggy’s apart-
ment. She confronts them and there
is a scene, Helen leaves the apart-
ment in a rage, and consents to go
to Nick’s apartment with him, as
he had long been urging her to do.
Nick immediately takes her in his
arms, but she is saved from an ugly
situation by a mutual friend who
walks in on them.

Returning home she finds Don
there, he having realized that he
loves only Helen, and leaving Peg-
gy’s apartment immediately after
his wife had gone. They rush into
each other’s arms, both coming to
the realization that while marriage
is not perfect the other situation
is impossible.

This is a new and striking reversal of the “not recommended
for children” gag, and is particularly apt because it registers
forcefully the picture’s youthful frankness and unconven-
tionality.

Give Bette Davis strong billing — particularly if you
played “Cabin in the Cotton” and “20,000 Years in Sing
Sing.” “Ex-Lady”’ definitely places her among the ranking
stars right at the moment.she is capitalizing on the tremen-
dous publicity she received on the “42nd Street Special.”

Make “Ex-Lady” the proof of your showmanship. It

is one of the greatest opportunities ever offered for smart

and constructive show-selling.

CAST OF CHARACTERS

SULIT TOU a ea ae ge ee Bette Davis
PONT RCT ee ee eee Gene Raymond
Tugs Var ih ee a ee Frank McHugh
Wich Maloy is 2 oe ee eee Monroe Owsley
DCS I ae Claire Dodd
PeMRy OMI Nihe se oe he es ee = ee Kay Strozzi
Fi es) |) 7, Sate See ea mater ne ine eee ea Re oe Ferdinand Gottschalk
Tite; Faber ee a a Alphonse Ethier
Phe MOMS i a ae oe ee ee Bodil Rosing
OFFICIAL BILLING
Warner Bros. Pictures, Inc. & The Vitaphone Corp. 25%
present
“EX-LADY” 100%
with

Bette Davis 85%

Gene Raymond 65%
Frank McHugh — Monroe Owsley 60% .

Claire Dodd — Kay Strozzi 60%

Directed by Robert Florey 20%

A Warner Bros. and Vitaphone Picture 40%

PRODUCTION STAFF

DPC CHG Boe fee NG eg a eg Robert Florey
DCLECIE FRG) DY ee David Boehm
Based-0n-the stony: CVs ee Edith Fitzgerald and Robert Riskin
Dit ORNS DIC CR OF a es et ee Stanley Logan
TCO REEDRN OT se ee re ee en ee Tony Gaudio
POD DOR a a a ee Harold McLennon
PANE DECOR eS Se en eee —Bill Cannon
ORS Va re eee ae eee Orry-Kelly
Vitaphone Orchestra Conducted ry uae dati ae eee eee eres ae _Leo F. Forbstein

Page One

ADVANCE PUBLICITY

your 1st story

Bette Davis Awarded
Stardom in “Ex-Lady”

As a glowing tribute to her sue-
cessful work in motion pictures dur-
ing the past year, Warner Bros. stu-
dio has elevated Bette Davis to star-
dom and provided her with a vehicle
which is the last word in modern
stories. It is “Ex-Lady,”’ which
Comes: tO tReS ee ee ae ee
ROS CPG: ON Sse ek a

The manners and morals of New
York’s artistic set are depicted in
all the modernity of today’s and to-
morrow’s ideas, rather than borrow-
ing on the material of yesterday.

In the title
role, Miss
Davis enacts
the part of a
modern = girl,
frank and sin-
C.62- 6 WO
wants her ro-
mance unfet-
tered by the
conventions of
marriage. The

part of her
sweetheart is
GENE RAYMOND played by
Cut No. 1 Gene Ray-
Cut 15¢ mond, blonde

Mat sc

star of stage
and sereen.

The struggle between today’s and
yesterday’s ideas and codes, and
their conflict with the careers of the
young people provide some unusual
mix-ups and a spicy plot that pro-
vides intriguing material for the
vivacious new star.

The story is set against the back-
ground of New York’s artist colony
with its colorful, Bohemian atmos-
phere, and it shifts in sequence to
casinos and night elubs in Havana.

Contrast of locale is added to con-
“ asv-ui types and ideas, iis pro-

Jing moving brilliance to this hour
of entertainment.

A finely cast group of players ap-
pear in support of Bette Davis and
Gene Raymond. Important parts
are played by Frank McHugh, Mon-
roe Owsley, Claire Dodd, Kay
Strozzi, Ferdinand Gottschalk, Al-
phonse Ethier and Bodil Rosing.

The picture is based on the ultra-
modern, iconoclastic story by Edith
Fitzgerald and Robert Riskin, and
was adapted to the screen by David
Boehm.

It was directed by Robert Florey.

your 2nd story

Bette Davis’s Pilgrim —
Forbears Would Not |
Okay “Ex-Lady” Role

Bette Davis, who is Bostonese
from the tips of her pink toes to
her very blonde head, having been
descended from a long line of New
England ancestors, would give those
same Puritans a shock that would
make them turn over in their graves
if they could see her in the Warner

Bros. picture, “Ex-Lady,’ ‘which
Opens-a2t the: se Theatre
on

For Bette plays the title role, an
alluring young woman who prefers
to take her romance without the re-
straining ties of conventional mar-
riage. And being a modern young
woman herself, Bette has a sympa-
thetic understanding for the char-
acter, although not going to the ex-
tent of living the part in real life,
having but recently taken a hus-
band.

“But,” said Bette, “no matter what
our individual opinions are about
marriage, it is impossible to con-
demn a character that is so sincere
and frank as the girl in the story.
I can understand perfectly the girl’s
desire to live a full life and her
longing to be free to grow and de-
velop her own individuality. She
is an exceptional girl and allow-
ances must be made for genius which
is hampered by ordinary restric-
tions.”

Page Two

your 3rd story

Strong Gast Selected
To Aid Bette Davis
In First Starring Role

Because “Ex-Lady,” a Warner
Bros. picture coming to the
Theatre on
Bee i eee , is Bette Davis’
first starring vehicle, an excep-
tionally strgng cast was assigned
to support her.

Bette herself has had an excel-
lent preparation for a stellar role,
having risen from small parts to
the leading feminine roles in her
more recent pictures including “Para-
chute Jumper,” “The Cabin in the
Cotton,” “The Dark Horse” and
“90,000 Years in Sing Sing.”

Gene Raymond was assigned the
leading maseuline role opposite Miss
Davis. Raymond has had a wide
stage experience, having been
starred on Broadway in many pro-
ductions, including “Cradle Snatch-
ers” and “Young Sinners.” He has
done notable work in pictures, espe-
cially in “Ladies of the Big House,”
“Red Dust” and “Forgotten Com-
mandments.”

Frank McHugh who has been ap-
pearing in important roles in many
recent Warner Bros. pictures, in-
eluding “Life Begins,” “Parachute
Jumper” and “The Mystery of the
Wax Museum,” was given a semi-
humorous part, while Monroe Ows-
ley, noted for his work in “Hat
Check Girl,” “Indiscreet” and “Ten
Cents a Dance” is the heavy.

Claire Dodd, well known on both
stage and sereen, plays the second
feminine lead and Kay Strozzi, a
newcomer in pictures, having played
in but one previous picture, has a
vamp role. Miss Strozzi is a famous
stage player, however, having long
been under contract to the Shuberts

and_playing leadin, feminine relas

opposite Lionel Atwill. ;

Others in the cast are all old
troupers, both of stage and sereen,
and include among others, Ferdinand
Gottschalk, Alphonse Ethier and
Bodil Rosing.

“Ex-Lady” is a lively romantic
drama delving into the ideas of
modern youth on love and marriage.

your Ath story

Star Takes Dark Hubby
But Picks Blond Hero
When It Game To Films

When Bette Davis chooses a hus-
band, which she did recently, she
likes ’em dark. So Harmon Nelson,
Jr., the husband, is a brunette. But
when it comes to choosing a leading
man, that is something else again.

When Bette was consulted in re-
gard to her leading man for her first
starring picture for Warner Bros.,
“Ex-Lady,’ which comes to the
are Theatre on
SES Se one ee a , She said she
wanted a blond. So Gene Raymond
was selected. Not entirely because
he was a blond, by any means, for
his talent is well known, and he had
starred in pictures long before Bette
had reached that enviable stage.

But Bette wanted a blond and
got him, which makes rather a unique
team for “Ex-Lady,” for Bette is
the blondest of blondes herself and
seldom is there a picture with the
male and feminine leads both
blondes.

Just why she preferred a dark
husband and a light leading man
Bette wasn’t just quite sure her-
self, although she said:

“T wanted something unusual. I
have never seen the combination in
a picture before and I believed it
would be fine to have something
unique and distinctive for my first
starring picture. Don’t you think
it is a spiffy idea?”

In the picture Bette is Raymond’s
sweetheart in an unconventional
love affair, although the pair are
afterwards married, much against
her wishes.

your 5th story

Gameness Brings Star
Role In “Ex-Lady” As
Prize To Bette Davis

Bette Davis is as game a little
star as ever stepped before the foot-
lights or the screen cameras. In fact
it was this gameness that was the
deciding factor in winning for her
the title role in the Warner Bros.
picture, “Ex-Lady,” which comes to
the Theatre
on

The studio had been giving Bette
more and more important roles, and
finally she was assigned to the lead-
ing feminine role opposite Douglas

Jr. “Parachute
In the midst of the pro-

Fairbanks, in

Jumper.”
duction she was stricken with ap-
pendicitis and ordered to the hos-
pital.

But Bette would not go. She knew
that it might. hold up the picture
indefinitely and cost the company
many thousands of dollars. So, true
to traditions, she insisted that the
work continue. She would not give
up until the last seene in which she
appeared had been “shot.”

This added to the severity of the
operation, but after a short rest
Bette came up smiling and peppier
than ever. Such gameness could
not go unrewarded and she was given
a new starring contract with her
first part the title role in “Ex-
Lady,” which is a sparkling drama
dealing with the ultra-modern girl’s
idea of love and marriage.

ai ha, an eB

| your 6th story

Beite Davis Is Newest
Star To Gome To The
oo Se Theatre

“Ex-Lady,” the Warner Bros. pic-
ture which comes to the .........
Theatre on , brings
a brand new star to the sereen in
the person of Bette Davis.

Not that Bette is not well known
to the picture public, having had
leading roles in many pictures.

But “Ex-Lady” marks her exit
from leading roles into the firma-
ment of the stars. That she gives
a good account of herself in the
stellar role as an ultra-modern girl
who flouts the conventions of mar-
riage to lead her own life would
be indicated from her talented work
in past performances.

Miss Davis has risen from small
bit parts in two short years in Hol-
lywood. Previously, however, she
had had some stage experience, and
it was while playing with Richard
Bennett on Broadway that her talent
was noted by Hollywood producers.
She was engaged to play in “Bad
Sister,” and later sereen-tested by
Warner Bros. for the ingenue role
opposite George Arliss in “The Man
Who Played God.”

Her work in that picture was so/

excellent that Warner Bros. gave
her a contract and began to push
her ahead in increasingly important
roles until she was finally elevated
to stardom when barely out of her
teens.

Her present picture is based on
the story by Edith Fitzgerald and
Robert Riskin, which is a lively ro-
mance dealing with an up-to-date
angle on the problem of love and
marriage. The story was adapted
to the screen by David Boehm.

Gene Raymond has the leading
masculine role opposite Miss Davis,
while the others in the cast are
Frank McHugh, Monroe Owsley,
Claire Dodd, Kay Strozzi and Fer-
dinand Gottschalk. The picture was
directed by Robert Florey.

Bette Davis and Gene Raymond as they appear in the popular “Ex-
Lady” now playing to huge crowds at the Strand Theatre.

Cut No.3

Advanee

Star Of “Ex-Lady” Uses
His Last Name First

When it came to deciding on a

stage name Gene Raymond, who
plays the leading masculine role op-
posite Bette Davis in the Warner
“Ex-Lady,” which
Theatre

, just turned

Bros. picture,

comes to the

on

his real name around. That is he
uses his first name for his surname
and something that sounds similar
to his surname for his first name.
He was christened Raymond Guion,
but changed “it” for stage purposes
because no two people ever pro-
nounced it the same.

“The nearest they came to it was
something that sounded like Gene,”
he said. “So I decided to adopt that
as my first name and use my first

name for my last.”

Fiery Kay Strozzi Is
Featured In “Ex-Lady”

Kay Strozzi, who plays the vamp

role in the Warner Bros. picture,
“Ex-Lady,” now showing at the

Ae Pe ee Theatre, is back
in Hollywood after an absence of
several years. She played in pie-
tures in the silent days and then
deserted the screen for the stage
where she was under contract for
with the Shuberts.
Recently she returned to play in the
talkies.
her first picture and “Ex-Lady” her

first

leading roles

“Captain Applejack” was

second. Bette Davis has her

starring role in “Ex-Lady.”

‘Ex-Lady’ Mirrors Many
Discontented Couples

“ (Bx-Lady’
true-to-life

is the most human,

picture I have ever

played in,” says Bette Davis of the
Warner Bros. picture, which comes
p ,

to the Theatre on
Bar ee a “There must
be thousands of young couples like
Helen — the character I portray —
and her husband, proud of their love
for each other, suspicious of mar-
riage at the start as a worn-out, ob-
solete institution, and experimenting
with all kinds of substitutes, only
to reach the conelusion that mar-
riage is still better than anything
that hag been invented to take its
place.”

SHORTS

Cut 30c Mat roc

Current

Bette Davis Weds And
Solves Family Mixup

Bette Davis, starring in the War-
ner Bros. pieture, “Ex-Lady,” which
Theatre
has solved

Opens-at- the ss 0
on
the age old problem of keeping two
families close enough together to be
companionable and yet far enough
apart to get along.

Bette
with her mother and sister when she
suddenly decided to get married.
She solved the housing +

was living in Hollywood

CEA.

fence. They have a community
kitchen but otherwise the houses are
separate institutions.

Bette Davis Finds New
Use For Navajo Gift

The Mexicans have

nothing on
Bette Davis, who has the stellar role
in the Warner Bros. picture “Ex-
Lady,” now showing at the .......
Theatre. One of
Bette’s friends returned from Mex-
ico, bearing among his souvenirs, a
serape, a striped blanket worn ag a
coat, with an opening in the center
through which the wearer sticks his
head. Bette cut a hole in an Indian
blanket, and now uses it as a serape.

“Ex-Lady” Learns ‘Art’
From Studio Chef

Bette Davis took her first cooking
lesson in order to earry out a scene
in the Warner Bros. picture, “Ex-
Lady,” which comes to the
Theatre

Pa ee Tae i OR var EE Sa ad es ie eR A Yt

next. <=

Bette
never had time to practice cook-
ing, but a scene in her latest star-
ring vehicle requires that she fry
eggs. She was given instructions
in the art by the studio chef before
making the scene.

‘Ex-Lady’ Features Gay
Seabrook, Radio Star

Gay Seabrook, who is well known
to radio fans for her popular skit,
“The Grown-Ups,” can now be botk
seen and heard. She has a part in
the Warner Bros. picture, “Ex-
Lady,” starring Bette Davis, which
is now showing at the
Theatre.

CURRENT PUBLICITY

Opening Day Story

Bette Davis Stars For
ist Time In “Ex-Lady”
At. ___, Opening Today

A cosmopolitan, sophisticated at-
mosphere provides the background
for the film which marks the rise
of blonde Bette Davis to stardom.
Her tremendous success in pictures

during the past year resulted in

_Warner Bros, giving her the star-

ring role in “Ex-Lady,” which
opens=today ate the: =. ee oe
Theatre.

Her pert and vivacious manner,
coupled with her own type of charm,
is given as the reason why “Ex-
Lady” was considered as ideal for
her first starring vehicle.

The story is laid in the environ-
ment of New York’s Bohemia —
the colorful atmosphere, of the ar-
tist colony — with other scenes laid
in Havana casinos and night clubs.
Against this shifting scene is played

the story of two young people, each
with a career and with advanced
ideas which make love and marriage
more of a problem to them than it
is to workaday folk. Their solu-
tion provides the story with a clever
and novel climax.

The film story is based on the
original by Edith Fitzgerald and
Robert Riskin, and was adapted for
the screen by David Boehm.

A notable cast of players supports
Miss Davis in her initial starring
vehicle. Gene Raymond, noted for
his work both on stage and screen,
igs seen in the leading masculine
role. Others in the cast are Frank
McHugh, Monroe Owsley, Claire
Dodd, Kay Strozzi, Ferdinand Gott-

ee

: Rosing.

It was directed by Robert Florey.

Plant Intimate Feature

“THE RISE OF

BETTE DAVIS”
See Page Five

Davis,
Peterson, are both busy people, each
with a successful career, who have
still found time to fall deeply and
sincerely in love with each other.
Shall they marry?
it.
marriage may do to their love, to
her individuality — to everything
they have found they gained by
being in love without marriage.

aoa linet. .to. nroave.that the ecourse.of

Review

Bette Davis Charms in
Stimulating “Ex-Lady”

local entertainment heavens, when the management of

: AST night brought a new motion picture star into the

the

Theatre presented

Bette Davis, petite, piquant Warner Bros. blonde actress, in
‘‘®x-Lady,’’ with the stellar responsibilities of the picture on
Miss Davis’s slender but thoroughly capable young shoulders.

Judging from the enthusiasm of the first night’s audience,

it is safe to
say that one
of the im-
portant topics
around local
breakfast
tables this
morning was
the fascinat-
ing personal-
ity of Bette

: BETTE DAVIS

Blonde Star of Davis as it
“Ex-Lady” was revealed
Cut No. 12 in this daring,

Cut 15¢ stimulating
Mat sc story of love

and marriage among the younger
moderns.

Should They Marry

Helen Bauer, played by Bette
and her sweetheart, Don

Don is all for
Helen is suspicious of what

Nevertheless, both are open-

minded — and finally events, rather
than Don’s persistent pleas, sweep
Helen into marrying the man she

loves, against her better judgment.
Then things begin to happen —

crue love doesn’t run any smoother
in 1933 that it ever did in any other
age of the world. For a time their
business and their marriage seem
both to be on the rocks, but there
is an ultimate solution — and it’s
so charmingly and simply brought
about that it must be seen to be
appreciated and enjoyed.

Miss Davis’s role fits her person-
ality as admirably as her ultra-
smart wardrobe fits her dainty per-
son. She is thoroughly at home and
mistress of every scene. She more

than justifies Warner Bros.’ eleva-
tion of her to the perilous plane of
stardom. No actress in pictures to-
day could have more vividly por-
trayed the modern girl, struggling
for happiness in a world where she
imagines that everything, even her
eternal feminine instinets and long-
ings, are against her, than Bette
Davis does in this adroitly directed
and subtly suggested romance.

Brilliant Cast

The cast surrounding Miss Davis
is brilliantly fitted to its duties.
Frank McHugh earries off second
honors easily as a rich and philo-
sophical bon vivant, who firmly be-
lieves that a man must be indifferent
to the woman he madly loves in
order to hold her. Gene Raymond
is admirable as the high-strung,
harassed young lover-husband, whose
days and nights are made hectic by
trying to conduct a suceessful ad-
vertising agency and keep abreast
of an equally high-strung, sensi-
tive wife at the same time.

Monroe Owsley, as a modernistic
artist who collects “ex-ladies” and
whose aim in life is to add Helen to
his collection, is the nearest thing
to a conerete “villain” the picture
boasts, suave, polished and _ un-
scrupulous in his voluptuous “avoca-
tion.”

Smaller but no less interesting
are eontrihuted hv sueh

Gottschalk, Claire Dodd, Kay
Strozzi, Alphonse Ethier and Bodil
Rosing.

Robert Florey’s lively direction of
the story is a fine piece of crafts-
manship, giving the picture an in-
cessant, pulsing tempo that perfectly
mirrors the tense pace of the lives
of its characters.

Few stars have had a more aus-
picious debut than Bette Davis in
her first picture. You'll like Bette
more than ever as a full-fledged star.

{URE EEE?
BES

PRINCIPALS IN NEW STRAND HIT

eee

BETTE DAVIS as “EX-LADY” with GENE RAYMOND (Left) THE MAN she wanted without marriage,

and MONROE OWSLEY (Right) the man she wanted as a platonic friend, only.

“EX-LADY,” a War-

ner Bros. production is now showing at the Strand.

Cut No. 17 Cut 45c¢ Mat rsc

accomplisned actors as Fe. .inand

Ist day of run

Album Of Left Handed
Compliments Saved As
“Ex-Lady” Star’s Aid

Bette Davis, who plays the title
role in the Warner Bros. picture,
“Wx-Lady,” now showing at the ...
Theatre, claims
to have received more “left handed
compliments” during her first year
in Hollywood than any other young
feminine player in pictures. She
has a collection of them at home
in a special scrap book.

From the moment when Bette
came into prominence as leading lady
opposite George Arliss in “The Man
Who Played God,” critics and re-
viewers were constantly praising
her with reservations.

“There were more ‘ifs, buts and
thoughs’ in my notices than in a
financial forecast,’ Bette declares.

“Tf her makeup were less obvi-
ous,” one would say.

“But her resemblance to Constance
Bennett seems a little too studied,”
another would read.

“Though she is much too thin to
be beautiful,” claimed another.

Here eyes were too big, her lips
too dark, her hair too blonde, her
features too small to make good
movie material, it was pointed out
— but she fooled them all. She
claims now she is getting fat, there-
by removing the last reported ob-
stacle to a career in the reviewer’s
opinions.

To Bette’s credit it should be
said that she studied these early re-
ports and profited by them.

“They were right about the make-
up,” she says, “but I hated to have
it said. When I agreed to change it
I found out I had been wrong. But
I was plenty mad at the time.”

The reviews have been getting

hetter after each -pieture sinan that.

VUES H14tUG vaiwu

memorable appearance with Arliss.
To the credit of the reviewers it may
be said that few of them passed
Bette by without comment of some
kind. She nearly always rated spe-
cial mention in those early pictures,
even if the compliments had handles
to them.

“T should have thanked them,”
Bette agrees. “They talked about
me. I didn’t always like what they
said but if I had been smarter I
would have been pleased that they
talked. Anyway, I learned a lot
from them and when I get a little
stuck on myself — I’m apt to you
know —I get down that ‘left handed
compliment’ book and read those
early notices over.”

In “Ex-Lady” Bette has the role
of a highly sophisticated young lady
who prefers love to marriage. In
the cast with her are Gene Raymond,
Frank McHugh, Monroe Owsley and
Claire Dodd. Robert Florey di-
rected.

2nd day of run

Hot Guban Rhumba In
“Ex-Lady” Done By
Scantily-Clad Dancer

One of the highlights in “Bx-
Lady,’ a Warner Bros. picture re-
plete with startling situations, now
showine--at- thee - a oe
Theatre, is a genuine and highly ex-
otic Rhumba dance, performed by
a Spanish dancer, Ynez.

Her slender and sylph-like figure,
costumed with a smile and a modi-
cum of flimsy material, weaves in
graceful motion to the rhythm of a
Cuban orchestra. The soft lights
of a gay and festive Havana casino
add to the beauty of the scene.

Other spicy scenes take place in
studio parties in New York’s Bo-
hemian art colony. The picture,
based on the story of Edith Fitz-
gerald and Robert Riskin, treats of
the theories of the youthful genera-
tion on the problems of love and
marriage.

Bette Davis has the title role with
Gene Raymond playing opposite her.

3rd day of run

“Ex-Lady” Has Newest
Evening Gown Models
Worn By Bette Davis

The stock market may be gradu-
ally creeping upwards, but Milady’s
evening gowns are reaching for a
new low, according to the styles
displayed in recent motion picture
productions. —

Studio designers try to antici-
pate the trend of fashion as the
gowns they design are fashioned
many months before they reach the
sereen. One of the new types of
low cut evening dress was made for
Bette Davis in “Ex-Lady,” now
ShoOwine sat theres es ee

Bette, who was recently selected
by a New York designer as one of
the seven smartest women of film-
dom, wears in the picture a gown of
pink mat crepe, with high beaded
collar, cut to an extreme -decollet-
age both under the arms and in the
back. The front neckline, how-
ever, is high,

In “Ex-Lady” Miss Davis has the
role of a sophisticated young woman
of the New York artist colony who
scoffs at the conventions of mar-
riage, believing that love can only
last with freedom. The complica-
tions that arise through this mode
of life forms a lively and entertain-
ing subject for the screen.

Ath day of run

“Gome Out To Supper,
We’re Having Beans,”
Bette Tells Her Friends

—True tu her New pugland an
try, Bette Davis, who is playing her
first stellar role in the Warner Bros.
picture, “Ex-Lady,” now showing at
the Theatre, serves
her dinner guests beans.

Her favorite invitation is: “Come
out to supper. We’re having beans.”

Born in Boston and proud of it,
Bette is an ardent enthusiast for
the justly famous New England
“suppers,” particularly those fea-
tured by Boston baked beans and
Boston brown bread.

She makes no pretense of cook-
ing these things herself. She leaves
all the housekeeping details to her
mother. :

But Bette strays far from the
ideals of her straight-laced New
England ancestry in her role in “Ex-
Lady” for the part is that of a
modern girl who believes that mar-
riage dulls the edge of love.

5th day of run

Rhumba Dancer Awes
Frank McHugh But
Can’t Stop Wisecrack

During the production of “Ex-
Lady,” a Warner Bros. picture, star-
ring Bette Davis, and now showing
at the Theatre,
Frank McHugh, a member of the
east, strolled on to the big Havana
restaurant set, where a real Cuban
version of the rhumba was being
performed. The slender, golden
skinned young woman who was dis-
pensing her idea of the rhumba was
clad in a costume that was con-
spicuous for its economy. Most of
it consisted of a long ruffled train
that trailed behind her.

Frank watched the dance with
wide-eyed fascination until director

Robert Florey called “Cut!” Then
he turned to Florey.
“Who is she?” he asked in a

slightly awed voice.
“One of the best rhumba dancers
in Cuba,” answered Florey with a
smile.
“Oh,” exclaimed Frank. “I thought
she was a fugitive from a nudist
colony.”

Page Three

a eee

Advance Feature

Bette Davis Finds Being
Bride and Star Exciting

Awarded Stardom In

**Ex-Lady,”’

Petite Blonde

Modestly Hopes Public Will Like Her Film
By Carlisle Jones

B

ETTE DAVIS is living under the double excitement of
being both a bride and a brand new movie star.

She

was married in August and ‘‘starred’’ by Warner Bros.
in December and in between she had a serious but successful

attack of appendicitis.

Her first picture under her new contractual arrangement

is called ‘‘Ex-Lady,’’ which comes to the

Theatre on
She spent what spare time she had
on that set, worrying about the way
the public was going to like her
face, as she says, “in large doses.”

It is a pert, saucy, pretty face,
if not a beautiful one, and it has
something that registered with the
public through a succession of bad
make-ups in early pictures. Bette
herself admits now that the early
make-up was bad but the studio
almost had to use force to persuade
her to change it.

The new star’s new name is Mrs.
Harmon Nelson. She calls her hus-
band “Ham” and her own descrip-
tion of him is that he is “tall, skinny
and has a funny head.” She loves
him very much, she says, but she
married him in a daze, on the spur
of the moment, after both of them
had decided, several times, that they
could not possibly be married.

Mixes Marriage and Movies

At the present Miss Davis is
solving the Hollywood problem of
making marriage and motion pic-
tures mix, by leasing two separate
houses surrounded by one wall. Her
mother and sister live in one of
them. Mr. and Mrs. Harmon Nelson

we. 2a
is UUmCie

Fee es Md Pe as st dak ke ed Cd Se Te

ee Le
the “two families under one roof”
bugaboo yet has her mother handy
at all times. Bette has always re-
lied heavily upon her mother for
advice in all matters and she did
not want to cut away from that
source of comfort altogether.

She ran away to Yuma, Arizona,

to be married, but with her mother’s
_ knowledge and sanction. Now the
two households cooperate with one
kitchen and one dining room and
they “have parties” together, Miss
Davis explains. Otherwise the two
houses are two separate establish-
ments.

Bette’s marriage to Harmon Nel-
son, who graduated from Amherst
only a short time ago, was the cul-
mination of a seven year romance
interrupted at times, however, by
various other shorter and less seri-
ous romances on the part of both.

Page Four

THUs-ShO-AVOLds-

BETTE DAVIS, STAR OF “EX-LADY’

Bette and “Ham” attended the
same prep school near Boston and
decided then that when they grew
up they would marry. They grew
apart as they grew up, however, and
the romance languished when “Ham”
went ta college and Bette went on
the stage. Their correspondence was
revived from time to time but finally
faded out altogether when Bette be-
came engaged to another young man,
nameless, so far as she is concerned,
forevermore.

She was just recovering from
that one evening some three years
ago when she started rehearsals for
a production in the Cape Cod play-
house and went, on a free evening,
to a neighboring picture show by
herself. When the lights. came on
after the feature picture she says
she saw “that tall young man with
the funny head” stand up from his
seat just ahead of her and she called
out, “Ham, what are you doing
here,” so excitedly that half the
audience turned to watch their meet-
ing.

In Love All Over Again

“That started it all over again,”
Bette declares. “We saw a lot of
each other for several weeks because
‘Ham’ was playing with the Am-
herst orchestra in a road house near
by. Then I had to leave for Holly-
wood and we wrote back and forth
pretty often.

“IT didn’t have any fun in Holly-
wood at all. I tried, oh so hard, to
fall in love out here so that I could
write ‘Ham’ to forget all about me
and go out and have a good time
myself but I just couldn’t. Finally
I wrote him last summer that if he
didn’t at least come out and visit
me I was through with him.

“We came all right and two days
before he got here Warner Bros.
told me that I was to go East for
personal appearances. I was so mad
I cried for days. But I left a week
after he got here and he spent the
whole summer, practically, down at
our beach house not knowing a soul,
while I was East.

are

Cut No. 14 Cut asc Mat 15¢

; boost”

“ ‘Ham’
wouldn’t marry me because I made
more money than he did. I told him
that that might be so for the next
few years, that no young man of
twenty-five and just out of college
could be expected to earn very much.

had always. said he

But we agreed not to marry. He
didn’t want to be ‘Mr. Bette Davis’
but two days after I got back from
that tour he suggested we get mar-
ried. I talked it over with mother
and she said that I might as well
try it. I was miserable out here
alone without him, anyway. So I
went to Yuma in a daze and was
married in a daze and ‘Ham’ calls
himself ‘Mr. Bette Davis’ and grins
about it.

“T don’t care and he doesn’t care.
I wouldn’t ever marry an actor. I
don’t think that would work. But
I think this is going to be fine.”

Stardom Came Unexpectedly

Her stardom came almost as un-
expectedly. She had only two days’
notiee that she would have the fea-
tured role in her new picture. The
news was saved for her until she
had completely recovered from the
appendicitis operation. Stardom is
an elastic term in Hollywood but it
means, primarily, that in “Ex-Lady”
Bette Davis had her big chance and
she made the most of it. As she
says, she worries most about how
the public is going to like her when
it is her face it sees throughout most
of the picture.

“Shorter roles are different,” she
confides. “I am wondering if the
same kind of people who liked me
in those parts are going to like a
picture which is mostly me. I
don’t want them to push me too fast.
I don’t think I should be made to
earry the whole burdon of any pic-
ture yet. I can stand another year
or two of experience before real star-
dom. I want a good foundation for
any star-hitching I do.”

George Arliss Boosts Her

The work with Arliss, she thinks,
really gave her her first important
Follywoud. IL “Tapit Suc-
cession she appeared in “The Rich
Are Always With Us,” “So Big,”
“The Dark Horse,” “The Cabin in
the Cotton,” “Three on a Match” and
“Twenty Thousand Years in Sing
Sing.” Then, while Warner Bros.
waited for the public’s reaction to
these roles, she indulged in that per-
sonal appearance tour, marriage and
appendicitis.

In “Ex-Lady,” Bette has the. role
of an ultra-modern young woman
who wants love without the formal-
ity of marriage, and especially with-
out babies. It is a strange but
lively drama written by David
Boehm and based on the story by
Edith Fitzgerald and Robert Ris-
kin.

Others in the cast include Gene
Raymond, Frank MeHugh, Monroe
Owsley, Claire Dodd and Kay
Strozzi.

Robert Florey directed.

> with GENE RAYMOND and MONROE OWSLEY.

Bette Davis, new star sensation, and Monroe Owsley as they appear in

the ultra-modern “Ex-Lady.”

Also praminent in the cast are Frank

McHugh, Gene Raymond and Claire Dodd.
Cut No.6 Cut 30c Mat roc

Advance Feature

Asking Star of “Ex-Lady”
About Role, Difficult Job

Bette Davis Frankly Discusses Daring Role She
_ Portrays in Her First Starring Film
By Frank Daugherty

T had seemed a hard thing to do — to ask Bette Davis if
she had liked the role she had just finished in ‘‘Ex-Lady,”’

a Warner Bros. picture, which comes to the

Theatre on

It’s a difficult question at any time. It was especially diffi-

eult this time.

The role itself made it difficult.

It was that

sort of role. The ‘‘Ex-Lady’’ girl was extremely modern. She

neither wanted to get married nor |

to have babies. “She haa floutea:.
the conventions, and then finally had
capitulated to the order of society
at the instigation of all the other
important people in the picture, in-
eluding her lover and her own fam-
ily.

Bette Davis herself had that situa-
tion to face a few months ago and
settled it by marrying a long, lean
Boston boy. There seemed only one

thing she could answer to a ques-
tion implying that there might still

be a choice between two such roles
for her.
But the question was put never-

theless.
“Do you approve of Helen Bauer?”

she was asked.

Helen Bauer was the girl in “Ex-
Lady.”

“T certainly do,’ was the surpris-
ing answer.

There was but one thing to do
after that. If she approved of
Helen Bauer, she must have reasons.
Bette isn’t the sort of girl who does
things blindly.

True To Life Character
“T certainly do,” she repeated after
“Why not? She did some
silly things, but she was real, she
was genuine. She knew what she
wanted, and she was willing to fight
But she couldn’t lick the
Maybe, when things are a

a time.

for it.
world.
little more evenly adjusted between
men and women it will be easier
for a girl of Helen’s nature to get
the things she desires.”

“What are those things, precise-
ly?” she was asked. “And how will

the modern girl go about getting
them ?”’

She laughed. There was a wise
twinkle in her eye.

“Please remember that I’m speak-
ing for Helen,” she said. “I don’t
want you to think I’m speaking for
Bette Davis. Well, what she wants,
of course, is freedom. She never

will be satisfied until she has every

weht thst 9. w.4. hee Oe
wili be satisfied u she can” do”

everything that a man ean do.
“In other words, women have
tasted freedom. They want the in-
equality to be, not between men and
but between exceptional
men and women and merely men and
The exceptional woman
should have the same opportunities
and the same freedom to develop
them that the exceptional man has.
She hasn’t got it now. But she
won’t rest until shesdoes get it.”

women,

women.

“That’s what Helen Bauer
wanted?”

“That’s what Helen Bauer
wanted.”

“How about Bette Davis?”

Bette Davis Different

“Oh” — deprecatingly — “that’s
different. I’ve already got marriage.
I like it too. I wouldn’t have missed
it for anything. But if you mean
babies, and being tied down by
home problems, that’s another thing.
I don’t want babies yet. I don’t
even think about them. There’ll be
time enough for them when I give
up working.”

“And that will be when?”

“When I’m ready, young man —
and go along about your business.
I’m not going to tell you any more.
That’s about all you need to know
for this time.”

She was laughing, but underneath
there was a note of seriousness.

It appeared as if Bette Davis has

already learned the first thing the
modern woman will have to know
to be free — how to keep her own
counsel.

“Ex-Lady” is a lively romance in

which the young lady flouts the con-
ventions of marriage. It is based
on the story by Edith Fitzgerald
and Robert Riskin and was ad-
apted by David Boehm.

In the cast with Miss Davis are
Gene Raymond, Frank McHugh,
Monroe Owsley, Claire Dodd and
Kay Strozzi. The direction is by
Robert Florey.

Note to Exhibitor:—Special effort should be made to plant
this fine story with your local newspaper.
the terrific build-up Bette Davis has had through the “42nd
Street” special.

It helps along,

The Rise of Bette Davis

Latest Movie Cinderella Added Thousands of Admirers as She Sped Across
the Continent on the Gold and Silver “42nd Street” Special. Was the
Most Interviewed Star on Trip—She Herself Was Amazed at Popularity

Charming Personality, High Order of Intelligence
and Splendid Histrionic Ability Have Made
Petite Star the Newest Idol of Movie Fans

lar fan magazine under

Boe DAVIS was lauded,

less than a year ago, in a popu-
the caption of the ‘‘Best Bette

in Pictures.’’ The prophecy was correct. The pun, how-
ever, was a bit wobbly, for the simple reason that the charming

Bett-e pronounces the final ‘‘e’’

as if it were a “‘y’’.

It’s not a stage name either, but merely a contraction of
the prim ‘‘Ruth Elizabeth Davis’’ which may be seen on bap-
It was while ‘‘finishing”’ at

tismal records in Lowell, Mass.

Cushing Academy that her pals
dubbed her “Spuds,” because of her
liking for the staple food of her re-
mote ancestors, and because she is
just the hail-fellow-well-met, happy-
go-lucky sort, who would be given
such a nickname.

But with her unfailing good na-
ture, Miss Davis possesses the dogged
will to win what she wants to win.
One of the sidelines of her ambition
was to become expert at swimming.
She is said to be the only woman
who has qualified as a life guard
at fashionable Ogunquot Bay—not
so bad for a young lady of five feet
three inches and a secant one hun-
dred and six pounds. She wanted
to dance well, to talk well, to be
a good listener and to overcome all
the obstacles on her way to star-
dom — not the least of which was

Picked by Arliss

It is significant that the astute
George Arliss first sensed her possi-
bilities and chose her to play oppo-
site to him in “The Man Who Played
God.” Her exquisite portrayal of
the sensitive girl who is captivated
by the genius of the deaf musician
proved the soundness of the Arliss
judgment.

That was but one facet of the
genius of Bette Davis, In “The Rich
Are Always With Us” with Ruth
Chatterton and George Brent, she
evidenced a keen comedy sense.
New heights were scaled in the Rich-
ard Barthelmess picture “The Cabin
in the Cotton” in which she played
the love-starved daughter of a plan-
tation family, evidencing her ability
to catch cadences and inflections of
the voice, in a Southern drawl which
was above eriticism. “20,000 Years
in Sing Sing” widened her range

when she played the persecuted
gangster’s moll, opposite Spencer
Tracy.

And now Bette Davis is a Star!
Her first vehicle is “Ex-Lady” which
comes to the Thea-
tre It is a
daring romance of a modern girl
artist who wants love without mar-
riage and nearly loses both. Gene
Raymond plays lead and others in
the cast are Frank McHugh, Mon-
roe Owsley, Claire Dodd, Kay
Strozzi, Ferdinand Gottschalk l-
phonse Ethier, and Bodil Rosing.

Bette Davis’s thrilling overland
trip on the “42nd Street” Special,
is the most modern version of the
Cinderella story. The reluctant wand
of the fairy godmother had at last
changed mice-and-pumpkin into the
gorgeous coach-and-four. The ugly
stepmother, Poverty, and the wicked
step-sisters, Fear and Inexperience,
had faded from the picture. The
“42nd Street” Special, speeding three
thousand miles from ocean to
ocean, was Bette’s honeymoon ex-
press, for among those aboard was
none other than her own especial
Prinee Charming!

The Prince Charming’s real name
is Harmon O. Nelson, Jr. — though
Bette calls him ‘Ham’, and the ro-
mance began in their schooldays.

TL- gorgeous Bette Davis whose

mance ~ “"Ta-naay

~ wimning her the -thusiastic
plaudits of Strand moviegoers.

Cut No.4 Cut rsc Mat 5c

gauntness, good-looking, better-
tempered — he might have been seen
any day in the modernistic drawing-
room of the Special, fitting together
jigsaw puzzles.

Rare Personality

Bette’s rare gift for making friends
was evidenced at the innumerable
stops made by the “42nd Street
Special’. Besieged by reporters, she
chatted as genially as if they were
old friends. Speaking from the rear
platform of the observation car,
riding with city officials through
cheering crowds, at banquets, in
Washington during the Inaugural —

she never lost her self-possession,
her sense of humor — never failed
to create the impression that she
was having the grandest time of her
life — which indeed she was!

The smallest and frailest of the
‘ten stars and 12 gorgeous “42nd
Street” girls who made the trip on
the seven car gold and silver spe-:
cial, Bette stood the trip with less
outward signs of weariness than any
of the others. This despite the fact
that in each city, at each railway
stop, the reporters, straight news
men and critics all wanted inter-
views especially with Miss Davis.

Throughout the trip those on the
train were amazed at her ability to
bear up under the numerous requests
from newspaper reporters, photog-
raphers, autograph hunters and just
plain adoring fans. It is safe to say
that she had less time for rest than
any one else in the troupe.

Kept Her Poise

Throughout it all, she kept her
poise, and won thousands of new ad-
mirers with her charm and vivacity.

To her the trip was a revelation.
As she expressed it to a group of
reporters, “The thing about this trip
that amazes and delights me, is to
learn that we really mean something
outside of Hollywood. This trip has
opened my eyes to the fact that the
American public is indeed deeply

rts te ee aE

the screen at interest buoys us
up with the thought that after all
our work has not been in vain and
inspires us to pledge ourselves to
even greater effort in the future
when appearing before the motion
picture cameras, I know I'll be ever
thinking of these thousands I have
seen and met, the next time the di-
rector orders shooting to begin.”

There is no doubt that Bette
Davis had today ascended to that
high pinnacle of popularity. She is
the rage of present day motion pic-
ture fans.

Bette Davis, the star — is still
just the sort of person anyone can
feel at home with — unspoiled by
praise — wholesome — witty —
kindly — and altogether the “Best
Bette in Pictures.”

Current

CURRENT FEATURES

Feature

Bette’s Honeymoon Spent

On “Ex-Lady” Cuban Set

TTE DAVIS, who divided her own honeymoon between
work at the Warner Bros. Studio and a Hollywood hos-
pital, took a synthetic wedding trip to Havana a few
weeks later with Gene Raymond in the picture ‘‘Ex-Lady,’’

now showing at the

Theatre.

Bette had dreamed of a real honeymoon in Cuba or South-

ern France or the Hawaiian Islands.

interfered with any such plans she
may have made. The cinematic sub-
stitute with a totally strange lead-
ing man had to serve instead.

Bette and her young husband made
the best of things. Warner Bros.
furnished a working likeness of the
Cuban capital with gay night clubs,
soft music and imitation moonlight.
“Ham” as Bette’s husband, Harmon
O. Nelson, is known to the star
and her friends, visited the set fre-
quently and was generally some-
where in the background while
Bette and Gene Raymond enacted
the scenes of their movie honeymoon.
Between scenes Bette sat close by
her husband on the edges of the
set and tried to imagine that the
setting was real.

It was not difficult to do A
erack Cuban orchestra and Ynez, a
Rhumba of considerable
beauty and ability, helped estab-
lish the Havana atmosphere on the
stage. Bette, who
studied dancing before she tried
the stage or screen, took lessons on
the side and the musicians willingly
supplied music between scenes to
encourage her. Strictly speaking |
Bette Davis became both a star and

an expert Rhumba dancer in the
same picture.

Good Time In Imagination

Altogether the new star had a
surprisingly good time on her imag-
inary wedding trip. Her own happi-
ness is reflected effectively in the
Havana sequences of the picture and
the Nelsons have about fixed on
Cuba as the spot for their real but
still delayed honeymoon, when, as
and if it is celebrated. Gene Ray-
mond is probably not so sold since
he was, inadvertently, the person
who made a threesome a crowd.

“Tt was all really thrilling,” ex-
plains Bette, still breathless from the
double excitement of being both a
bride and a sereen star. ‘The

dancer

Warner Bros.

Work and appendicitis

champagne was soda pop, the moon-
light was synthetic and the bride-
groom wasn’t in the picture at all.
But the idea was grand!

“The music was lovely, the
Rhumba was just as naughty as I
suspected it would be in Havana.

Gene Raymond as he appears
“EK x-Lady.”

= Cabivor5 Cutrse Mar seu

A good time was had by everybody.
Which makes it almost a perfect
honeymoon — a la Hollywood.”

“Eix-Lady” is a picturesque story
of New York’s Bohemia in which
the young artists play fast and loose
with the old time conventions of
love and marriage. It is lively,
if somewhat startling drama, based
on a story by Edith Fitzgerald and
Robert Riskin.

There is a notable cast playing in
support of Miss Davis and Raymond,
which includes Frank MeHugh, Mon-
roe Owsley, Claire Dodd, Kay
Strozzi, Ferdinand Gottschalk, Al-
phonse Ethier and Bodil Rosing. The
screen play is by David Boehm.
Robert Florey directed “Ex-Lady.”

BETTE DAVIS SUPERB IN DELIGHTFUL “EX-LADY”

Bette Davis rises to stellar heights in Warner Bros.’ “EX-LADY,” now playing at the Strand. The picture is chock full
of excitement and is proving a great favorite with local moviegoers.

Tall, dark, with the New England|.

Cut No.11 Cut6oc Mat 20c

Page Five

Pane Six

A NEW TYPE!
A NEW STAR! A NEW HIT!

The Strand has the honor of being the.

first to present the sensational Fleada
beauty of “Cabin in the Cotton” and “20,000
Years in Sing Sing” in her first star role!

BETTE DAVIS

1A RNY z

And Gene Raymond - Monroe Owsley: Frank McHugh
in another daring Warner Bros. hit

> -t R A N= -D

Cut No. 22 Cut 4goc Mat toc
236 LINES

_ IF YOU FEEL
OVER 60 YOU'D
BETTER NOT SEE
THIS PICTURE OF
TODAY'S YOUTH!

BEETLE

DAVIS

EX-LADY

IF YOU'RE UNDER 60

in. years or spirit, we spe-
cially urge you not to miss it!

With great Warner Bros. cast including

GENE RAYMOND e@ FRANK McHUGH
MONROE OWSLEY e@ CLAIRE DODD
KAY STROZZI

Cut No. 25 Cut goc Mat roc
148 LINES

See a glorious New Star come into her own
—heading a great Warner Bros. cast.

BETTE

DAVIS

Cut No.27 Cut 6oc Mat 15c
339 LINES

‘Lots of girls COULD
love like she does —but how F
many would DARE!

BETTE DAVIS

Sensational New Warner Bros. Star in

EX-LADY

S T R A N D

Cut No. 20 Cut 4oc Mat roc
136 LINES

They called a
MORATORIUM ON MARRIAGE!

At last! Here’s complete, unblushing frankness
about the facts of life and love as they exist today!

BETTE DAVIS

And GENE RAYMOND ¢ MONROE OWSLEY
FRANK McHUGH e CLAIRE DODD « KAY STROZZI

A Warner Bros. Picture

eee aks eee

Shehedes WE DON'T DARE
TELL YOU HOW DARING IT IS!

Never before has the screen had the cour-
age to present a modern love story so
frank — so outspoken — yet so true! Get
set for a surprise sensation from—

Introducing filmdom's newest favorite in the stardom she earned in
“Cabin in the Cotton” and “20,000 Years in Sing Sing“—

BETTE DAVIS

And a great Warner Bros. cast including Gene

Raymond Monroe Owsley, Frank Mekhch
Cut No. 32 Cut 6o0c Mat 15¢

354 LINES

=e

BETTE DAVIS

Starred by Warner Bros. for the first time in

Cut No. 13 Cut goc Mat roc
56 LINES

A NEW STAR! A NEW HIT!

BETTE DAVIS

EX-LADY

Cut No. 10 Cut goc Mat 10c
526 LINES

Ad No. 23 illustrated on Page 9 appears in the May
issues of 13 leading fan magazines reaching more than
15,865,764 people. A special 40 by 60 blowup of this
ad has been made awailable for your use. Use it as an
advance frame with a date line and currently with
your run. At your exchange at only 50 cents each!

BEWITCHING AS YOUNG LOVE-
AND AS HARD TO EXPLAIN!

BETTE DAVIS C

Gene Raymond

EX-LADY <>

ST RR AND
DEEDES SOR HO NEE HB NG EH TE
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47 LINES

| Starred by Warner Bros. for the first time in

EX-LADY

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14 LINES

BETTE DAVIS

Starred by Warner Bros. for the first time in

EX-LADY

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90 LINES 14 LINES

Page Seven

2 DY- EX-LADY -EX-LADY
E IF YOU FEEL OVER
#

6

you'd better not see this

Yet it can offend no one old enough to
know the facts of life and young enough
to appreciate them!

A picture that takes love at its face
value — that treats marriage as young
married people really treat it today —
that tells a heart-gripping love story with
frank, outspoken sincerity.

| Sue WANTED TO
WEAR A WEDDING RING

—on Certain Nights!

If You’re Under 60—In Years or Spirit—
We Specially Urge You Not To Miss It!

EX-LADY

With the New Star Sensation

BETTE DAVIS

And great Warner Bros. cast including

GENE RAYMOND, MONROE OWSLEY, CLAIRE DODD
FRANK McHUGH, KAY STROZZI

Here's the complete and unpreju-
diced truth about the new generation
that laughs at wedding bells and

yawns at bassinets!

a
EX-LADY

EX-LADY -EX-LADY - EX-LADY -EX-LADY

rere ene semen

See a glorious New Star come into her
own—heading a greot Warner Bros. cast

BETTE DAVIS

and Gen
1 wi tad =

|
|
|
}
i
|
|

__EX-LADY-

Raymond ¢ Claire Nadd . O.
Se

iA a

WE RESPECTFULLY ADVISE THOSE
OF OUR PATRONS WHO ARE OVER
60 NOT TO ATTEND THIS PICTURE!

‘STR. ns

Cut No, 21 Cut 4oc Mat 10c ‘

264 LINES

Cut No. 31 Cut 6o0c Mat 15c

354 LINES

‘ CATCHLINES FOR MARQUEE
AND LOBBY

SHE SETS
We Don’t Dare Tell You How Daring It Is!

Lots Of Girls Could Love Like She Does — But How
IN WOMEN! Many Would Dare.

B i T a é E * oe ok
A New Type — A New Star — A New Hit.

See A Glorious New Star Come Into Her Own!
% sf

As Bewitching As Garbo — And As Hard To Explain.

*% % bs

7

Starred by Warner Bros. for first time in

She Declared A Moratorium On Marriage!

* 1k *

She Wanted To Wear A Wedding Ring — On Certain
Nights!
She Sets A New Style In Women!

* * *

The Unprejudiced Truth About The New Generation
That Laughs At Wedding Bells And Yawns At
Bassinets!

x * x
Unless You Feel Under 60, Don’t Try To Understand
Gui No so. Cubone Meal This Drama Of Today’s Youth:

192 LINES

Page Eight

A New Type! BETTE DAVIS

a New Hit EX-LADY

A WARNER BROS. PICTURE

STRAND

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112 LINES

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264 LINES

z Is it her elusive personality, her fragile loveliness, ‘or

‘DEFIES
CONVENTION!

declares conservative Motion
Picture Herald in hailing this
picture that defiantly presents
s ‘the ultramodern idea of life,
EH love and marriage...

BETTE DAVIS

u 18

Delay your marriage—Postpone your
divorce—Put the brakes on your
love affairs—until you’ve seen this

Warner Bros. hit with the be-
witching heroine of “Cabin
in the Cotton’and “20,000
Years in Sing Sing” in

her first star role!

Cut No. 28 Cut 60¢ Mat 15¢
315 LINES

PB ac pg inane ie Rae GIES Sar Sine eee ’ er a

sant oe.

BEWITCHING AS YOUNG LOVE-
AND AS HARD TO EXPLAIN!

her eager femininity that has made this American girl
the screen sensation of the hour!

You'll know the secret of her fascination after you've seen

with
Gene Raymond

Monroe Owsley
Frank McHugh

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204 LINES

THIS AD is also available in 3-column size
Cut No. 26 Cut 60c Mat l5e

453 LINES

Page Nine

=

STUNT OF THE WEE

Bette Davis Double Contest | CASH IN ON BETTE
A Proved Attention Getter

This plan is conceived to focus direct attention on Bette
Davis, the new Warner Bros. star who has had a terrific build-
up through the ‘‘Forty Second’’ Street Special train. It is an
idea which earns for your theatre advance newspaper publicity
before the opening of ‘‘EX-LADY.’’ It is known as the BETTE

DAVIS DOUBLE CONTEST.
successfully worked this stunt
idea is to find a young lady in
Davis. The preliminary search is
made thru the medium of photo-
graphs sent to the cooperating news-
paper.

After you have planted the
contest with your local newspaper
and the first advance story has been
printed; canvas the dance halls,
beauty parlors, women shops, depart-
ment stores, in fact every locale
where women may be reached. Dis-
tribute a neat herald announcing the
Bette Davis Double Contest with a
photograph of Bette Davis printed
thereon and a brief description of
Bette Davis as to height, color of
hair, color of eyes, weight and ete.
(this description is given in a box
ineluded in this plan.)

Arrange to hold the final of the
Bette Davis Double Contest on the
stage of your theatre. Time it so
that it will be held on the opening
night of Bette Davis in “EX-LADY.”
Enlist the cooperation of a group
of judges representing a photog-
rapher, a famous artist and a news-
paper representative to choose the
winner. }

In order to _ facilitate the
holding of the finals, it is a good
idea to hold a preliminary elimina-
tion at the cooperating dance school,
or in the auditorium of the depart-
ment store. In this way, you give
the cooperating merchants an op-
portunity of focusing added atten-
tion to their place of business and
secure for yourself a good promo-
tional build-up for your finals at the

___vestants in the
.»© eld at your theatre depends
upon the total number of entrants.
However, it will be wise to hold this
number down to about 12. In this
way, you will quickly hold your final
eliminations and make it easier for
the. judges in, deciding the winner.

In Chicago the Avalon Theatre

with one of the papers. The
your city who resembles Bette

RULES

1. Any young lady, 16 years of
age, or over who is a reader of the
cooperating newspaper is eligible to
enter the contest, except employees
of the cooperating newspaper and of
the theatre.

2. In order to enter the contest,
send a photograph of yourself, which
you believe best resembles Bette
Davis. On the back of this photo-
graph, state the name and address,
age, height, color of hair.

3. Photographs are to be sent to
the BETTE DAVIS DOUBLE CON-
TEST EDITOR of the cooperating
newspaper on the date preceding the
first preliminary eliminations.

4. The newspaper will not be re-
sponsible for photographs sent.

5. In every case the decision of
the judges will be final.

Enlist the Cooperation of Merchants.

To make this contest more attrac-
tive, solicit. your local merchants for
a list of prizes to be awarded the
winning contestant. For instance,
have the gown shop supply a gown
to the winner, from the millinery
shop, a hat; shoes and hose from
your leading shoe store. Try to ar-
range with some nearby resort to
entertain the winning contestant for
a short vacation. If possible, also
arrange to secure a number of prizes
such as loving cups or inexpensive
jewelry to be awarded as honorable
mention to runners-up in the final
elimination.

In breakine the announcement of

ah emo, =
this contest, have tne COvperautg”

newspaper use a large display ad-
vertisement with a photo of Bette
Davis and listing the prizes and
merchants’ names. Be sure that
Bette Davis in “EX-LADY” is given
ample space with the name of your
theatre and playdates.

(Advance Publicity Story)

Bette Davis Gives a Few
Tips in Doubles Contest

‘*When I heard that’ Kansas
City was looking for a double
for Bette Davis I thought that
it would be a good idea for
Bette Davis to give some ad-
vanee information about Bette
Davis herself. So here it is:

=

Cut No.4 Cutrsce Mat se

Tam 5 feet 31% inches and weigh
106 pounds. I have what is
considered golden blond hair,
blue eyes and a fair complexion.
If some young lady in Kansas
City has a close resemblance to
me, there is a great prize in
store for her. I suppose the
reason they have picked on me
is because my first starring pic-
ture “EX-LADY” will soon be shown
in your city at the Strand Theatre
and furthermore, I consider I am an
easy person to resemble.

Page Ten

“In my recent cross country tour
with the Warner Bros.’ “42nd Street
Special” I found many young ladies
in the crowds that greeted us who
carried a close resemblance to me,
and this encouraged me to give a
helping hand in starting off this con-
test by relating first-hand informa-
tion regarding myself.”

Now, there it is girls! Bette Davis
herself gives you the lowdown con-
cerning herself and if you resemble
Miss Davis or know someone who
does, be sure to send in the photo-
graph to the Doubles Contest Editor
on or before (closing date of con-
test).

To the winner goes the grand list
of prizes, including a vacation to
(name of resort). The only require-
ments to enter this contest are, that
you are over 16 years of age and
that you send your photograph to
the Contest Editor on or “before
closing date.

Bette Davis, Warner Bros. glori-
ous new star of “EX-LADY” opens
at the Strand Theatre (date). “EX-
LADY” is as saucy, as piquant and
as provoking as its blond star. The
cast surrounding Miss Davis is bril-
liantly fitted to its duties. They in-
elude Frank McHugh, Gene Ray-
mond, Monroe Owsley, Claire Dodd
and others.

NOTE: Follow up this story
with daily stories including a
layout of some of the photos sent
in by contestants. Be sure to
carry a photo of Bette Davis
every day and mention the play-
ing dates of “EX-LADY” at
your theatre.

DAVIS BUILD-UP

In the recent cross country tour
of the “42nd Street Special,’ Bette
Davis was one of the outstanding per-
sonalities. Every city that was visited
by this spectacular caravan showed
marked favoritism for Bette Davis.

It’s a good idea to dig up the
publicity stories dealing with Bette
Davis which showed the welcoming
of Bette Davis to your city and
mount these in a frame in - your
lobby with the headline reading:

BETTE DAVIS!
WELCOME HER BACK TO
KANSAS CITY IN HER FIRST
STARRING PICTURE “EX-LADY”

STILLS FOR GENERAL
ELECTRIC DEALERS

Photos of the ‘42nd Street
Special” which carried General
Electric equipment shows Bette

Davis posed with General Electric
appliances. Tie-up with your local
General Electric dealer in display-
ing photographs of Bette Davis
using stills Nos. 8, 11 and 12 from
“BX-LADY.”

6
TEASER GARD
An inexpensive teaser novelty

which can be printed by your local
printer to be handed out in beauty
parlors, barber shops, department
stores and other public places. It
will arouse great interest and will
be passed on by many as a gag.
Persons telephoning to your theatre
at ihe renly thar ete aie
“BHX-LADY” will be shown at your
theatre starting (date).

EX LADY

NO APPOINTMENT NECESSARY

TELEPHONE MADISON 7928

PLANT THE
MAGIC SQUARE

The Magic Square is solved by be-
ginning with the circled square,
moving one square up or down, right
or left, (not diagonally) and ending
at the square which has a period
in it. The Magic Square below,
conceals the sentence “SHE
WANTED LOVE WITHOUT
MARRIAGE AND NEARLY LOST
BOTH.”

Plant the Magic Square with your
newspaper. Interest can be stimu-
lated by offering guest tickets to
the first (number) persons to send
in correct answers to the “Ex-Lady”
Magic Square Editor, care of the
cooperating newspaper. The Magic
Square has been used with great suc-
cess by many showmen in all parts
of the country.

Cut No.7 Cut rs¢ Mat 5c

viousl;

e EXPLOITATION °

ATTRACTIVE ADVANGE LOBBY DISPLAY

The NEW YORK STRAND used
this attractive lobby set-piece to
sell Bette Davis in her first star-
ring picture “EX-LADY.” It stands
12 feet high and 15 feet wide.
The cutout of Bette Davis is a
photo enlargement 10 feet high,
beautifully colored. The same ef-

fect may be secured by making
cutouts from the poster paper.
The background is very plain in
design and attractive in color,
lending dignity and smartness to
the entire display. The selling
copy is used on a separate half-
round piece standing close to the
big display.

ASK FANS TO INTERPRET “EX-LADY” TITLE

Here is a contest idea that can
either be tied in with a newspaper
or used as a straight theatre stunt.
Both angles are covered here.

The contest is based on the in-
ference that the title “Ex-Ladwv” ~%

average Person SSNS
the motion picture title ‘Ex-Lady’
suggest to you?”

If a newspaper igs not tied in, here
is the most effective way to arouse
widespread interest in the stunt.

First: Use trailer copy.

Second: Get out special contest
blanks.

Third: Repeat contest offer and
mount the most alluring of the pro-
duction stills on a large lobby card.

Fourth: Place contest box in
proximity to the contest l. ~ +

and deposit on way out.

Fifth: Prepare throwaways on the
picture “Ex-Lady” with same copy
as used for contest blanks. Distribute
these through your. most efficient
channels and instruct contestants to
fill in blank and bring to theatre and
deposit in “Hx-Lady” Contest Box.

DESIGNING BETTE DAVIS GOWNS
OFFERS GOOD NEWSPAPER TIE-UP

Reproduced here is a cut or mat \

available at your nearest exchange
for use in connection with this con-
test which will be doubly effective
if tied in with your newspaper, but
on the other hand can be used as a
straight theatre stunt.

The .idea of the stunt is to an-
nounce through whatever channels
you employ (newspaper or special
throwaways) a Bette Davis Gown
Design Contest. State in all con-
test copy that Bette’s wardrobe has
always been a step ahead of the
rest of Hollywood from the stand-
point of originality of design and
effect.

Publish the accompanying cut and
invite contestants to design a gar-
ment of ultra-modern type which to
their mind is suited to Bette Davis’
needs. These designs should be
colored with crayon or water-colors
and a description given of the ma-
terials to be used. Offer prizes in
keeping with the feasibility of your
individual situation (in most cases
guest tickets to witness “Ex-Lady”’
will suffice) and keep your public
acquainted with the progress of con-
test. If tied in with newspaper,
have the best designs submitted
published daily. If used as straight
theatre stunt, place a large display

'|board in lobby and mount the de-

signs received on same. Be sure you
get in plenty of plug for “Ex-Lady”
in all your copy.

Cut No. 29 Cut r5c Mat sc

NATIONAL WINDOW TIE-UP

Illustrated at left is Bette
Davis in the special “Bette Davis
the

Modern Merchandising Bureau.

Gown” being featured by

Through a national tie-up ef-
fected by this
bureau will, immediately on re-

Warner Bros.,

ceipt of your playdate, contact
your best department store or
They have elab-
orate window accessories in-
cluding 11 x 14 and 30 x 40
enlargements of the still shown
at left which will be put on dis-
with announce-
All

rou have to do to get the bene-

specialty shop.

; play together
ment copy of your show.

fit of this tie-up is to inform

. the Modern Merchandising Bu-

reau of your date as soon as it
is set and the name of the store
you would prefer to have in the

tie-up. They will do all the rest.

Write to

THE MODERN MERCHAN.
DISING BUREAU

36 West 44th St., N. Y. C.

HEADLINES WRITTEN
WITH “EX” WORDS

Offer 10 daily prizes of theatre ||

tickets for the eleverest “Ex-Lady” |
headlines in which every word used |
contains the prefix “EX”. The lines
must cousist of at least five words
or more, must inelude “Ex-Lady” |
and complete a thought.

Here is a sample by way of illus-
tration — “KHXceptionally EXquisite
EX-Lady EXperieneces EXtraordin-
ary EXploits.”

You will be surprised how many
newspaper readers will go for this
simple little stunt.

FREE |

— rey a) Twa z

a. .uy’ is yours for the saking! Get
the May issue of “Screen Romances”
from your newsstand, turn for the fic-
tionization they have, give it to your
editor — and cash in! Your only ob-
ligation is this — CREDIT MUST
BE GIVEN TO SCREEN RO-
MANCES: BY THE PAPER. A
simple credit line reading This story
printed with permission of Screen
Romances Magazine is all that. is
necessary.

BURGEE

BETTE DAVIS

suspension in your lobby o. uuu:
your marquee. Size 20x30 inches,
printed on heavy, durable canvas.
With eyelets for hanging.

Economically priced at

45e Each
Available only from

MORRIS LIBERMAN

729 Broadway New York, N. Y.
NOT AT EXCHANGE

‘ithese ‘offenses’ of 1900 that today
a hroe4minded public look upon as

SPECIAL BETTE DAVIS ENLARGEMENT

of Bette
Davis is available to you. Enlarged
to regular one sheet size (28 x 42)
and mounted on _ heavy beaver-

Special enlargement

board, it can be had in. either
black-and-white or beautifully
colored.

Especially priced at $2.00 for
black-and-white; $3.00 for full
color, F. O. B. New York. Not
carried at Exchange. Order direct
from PHOTO-COLOR STUDIOS,
220 West 42nd Street, New York,
NY;

INQUIRING PHOTOGRAPHER ASKS
FOR “EMBARRASSING MOMENTS”

A situation in the picture “Ex:
Lady” shows the heights of embar-
rassment to which a sweetheart can
This

where Helen (Bette Davis) piqued
at witnessing her sweetheart enter
an apartment with a married woman
friend, follows and confronts the
embarrassed man who has been in-
nocently lured into this compromis-
ing position.

be subjected. is the scene

The recounting of “Embarrassing
Situations” in newspaper columns
is not a new angle by any means
but its tie-up value with the picture
“Ex-Lady” is so apparent that it
should be used in conjunction with |

the “Inquiring Photographer” or Re-
porter idea wherever possible. Offer
two guest tickets to each person
whose answer is published.

Here is the reporters’ routine:—
“In the picture ‘Ex-Lady’ Bette
Davis sees her sweetheart accompany
a married woman friend into an
apartment. She follows and dis-
covers the pair in what appears to
be a most compromising situation.
Though innocent, the young man is
so embarrassed he cannot offer an
acceptable explanation. Won’t you
tell me for publication the most
‘Embarrassing Moment’ you have
ever experienced which may have
put you in wrong?”

GLEVER CONTEST SELLS DARING
STORY DEPICTED IN “EX-LADY”

The modern girl with her disdain for the conventionalities
of her mother’s girlhood days is truly exemplified in the role
enacted by Bette Davis in ‘‘Ex-Lady.’’ The public now ac-
cepts many habits and customs of the modern girl that would
have shocked the last generation. Herein lies a splendid chance
for a newspaper contest. The initial publicity story as given
here tells its own story and tells you how to conduct the contest.

Contest On To Prove Modern Girl
Would Be “Ex-Lady”’ In 1900

25 Best Answers Why Girls Of Today Would Shock
Last Generation, Will Win Theatre Tickets

Can you name twelve modern day customs, habits and ac-
tivities indulged in by the girl of today that would have shocked
our average citizenry in the year 1900, even to the extent of
ostracism by respectable society ?

If you can round out a list of twelve such feminine foibles
and indulgences that are convincing to the ‘‘Ex-Lady’’ Contest
Kditor of the Daily News, you will be awarded a pair of guest
tickets to witness that daring screen
“Ex-Lady”’

at the Strand

Remember a pair of guest tickets
to witness “Ex-Lady” at the Strand
25 Best lists
submitted. And such an easy way to

drama starring Bette

Davis next week.

will be awarded the

For

go as

instance, we do not have to

far back even as 1900 to re-| earn a most enjoyable evening’s en-

tertainment. If you can’t recall back
to 1900 yourself, ask some older per-

call that smoking in public by the

‘gentler’ sex was a social offense.

Then too, the appearance in publie

son to help you. Things have cer-

places of young girls unchaperoned tainly changed since then and they

by an elder person of the female may tell you they are still shocked

species was a violation of the social] st the customs of the modern girl.

Get=your 12 Reasons Why Girls
Of Today Would Shock The Last
Generation” to the “Ex-Lady” Con-
test Editor, care Daily News before

code.

We feel sure that the average per-

son Can easily name twelve such

now tolerated feminine customs and
activities, which while now accepted|midnight ......................
as the order of the day, would have
the the
classification the

year 1900.

placed practitioners in For second and sueceeding day’s

of ‘ex-ladies’, in stories repeat contest offer and men-
tion the numerous letters received.
At—end==of period — list
the 25 winners. NOTE—The num-

ber of prizes_can of coyr—+
UL

Sit down now and list twelve of contest

e

ne ©

exe ro

inine prerogative. | dividual situation.

Plant this jig-saw puzzle with your local newspaper.

imprints it is priced as follows: 1M, $3.00; 3M, 2.75 per M; 5M,
ECONOMY NOVELTY CO., 239 West 39th Street, New York City.

broken her wedding ring.

and mount on heavy card.
together

ring and you'll have a
from “EX-LADY” coming to

Cut No. 16 Cut 45c Mat rs5c

SMART
LOBBY

SUGGESTIONS

BEWITCHING AS YOUNG LOVE-
AND AS HARD TO EXPLAIN!

Gene Raymond Sage
Monroe Owsley
5 Frank McHugh ‘a

aeereasea--with each in-

NOVEL JIG-SAW PUZZLE NEWSPAPERS WILL USE

It’s an intriguing puzzle in which the
13 pieces form a wedding ring encircling an interesting scene from “EX-LADY.,”
also available in throwaway form. Printed on a good stock and carrying your theatre and playdate

Beite Davis in “EX-LADY”’ has
Can
you put it together? Do it your-
self then let your friends try it.
But first cut out the 13 pieces
Put
the broken wedding
scene

Theatre

WARMER BROS

HF ARMS

This puzzle is

2.50 per M. Order direct from

the

Page Eleven

ACCESSORIES >

2 4 S . B is 1 Upper portion of background white, with lower portion in pink with grey irregular lines. Title is in dark blue, with
: cast blue, while rest of lettering is magenta. Hair of Bette Davis is blond, eyes blue and gown black.

COLORTONE EFFECT

4x5—€olored positive only — __.. $2.00
—Set (positive: and negative) _-.___ 3.00
3144x4—Colored positive only ___- 1.50
—Set (positive and negative) —-_—-2..25

Order by Number N505
NATIONAL STUDIOS, Ine.
226 West 56th St. New York, N. Y.
Be sure to specify number and include re-

mittance with order to avoid parcel post
and C. O. D. charges.

Sliding Scale Prices of
Advertising Accessories |!

ie =
i -§ ‘<a 1Se each J
a tetO0rs —«° 2 Sens 13c eack™

Over 100 BSR I lle each

Tete Re et Ny each
Over 25. ee ee each

1 to 10 each
11 toe 20 each
Over Of po rent: each

each
each

: each
each
each

MIDGET WINDOW CAR
Any quantity _.........._.. de each
INSERT CARDS

THREE SHEET

Ito 25 ..-.__ ase each
BO21O OO es each
Beth O0 =. Se ee each
Over 100 __ each

HERALDS
IM to 5M __....._________________ $3.00 per M
Over 5M
j PHOTOS
11x14 Photos _........____.... _-75e a set
(8 in set—colored)

22x28 Photos B0c a set

i
Merchandising Plans i ; SIX SHEET '
Music Cues

These prices apply to U. S. Only

BIG NATIONAL PUBLICITY TIE-UPS
GIVE “EX-LADY” GREAT BREAKS
=
Here is your chance to cash in on the greatest \
y Ss \ ONE SHEET

national advertisers’ tie-ups ever connected with a mo-
tion picture. Timed to break simultaneously with the
release of “‘Ex-Lady,”’ newspaper and magazine ads
featuring Bette Davis, present you with the opportunity
of tieing in with local dealers handling the merchandise
being advertised, with Bette Davis.

The following tie-ups are set:

Coca-Cola — Ads in color in national magazines,
ear cards, 24 sheets, window displays.

Hellman’s Mayonnaise — Ads in magazines and
newspapers nationally.

Bigelow-Sanford Rugs — Ads in newspapers. and
roto sections nationally and windows in leading key
cities’ department stores.

Modern Merchandising Bureau — Described in
exploitation section.

MIDGET WINDOW CARD

SLIDE

Page Twelve oaks ee PRINTED IN U.S.A.

Scanned from the United Artists collection at the
Wisconsin Center for Film and Theater Research,
with support from Matthew and Natalie Bernstein.

for Film and Theater Research

http://wcftr.commarts.wisc.edu

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